TENANTS STRUCTURES IN ORCHARD & SUBURBAN SHOPPING DISTRICTS IN SINGAPORE - OBSERVATION & ATTITUDINAL PERSPECTIVES

Abstract

With the decentralization of retailing into the suburban area, it has led to increase in competition between the Orchard and Suburban Shopping Districts. Using sequential mixed method approach involving a qualitative/ quantitative sequence, this study seeks to examine how shoppers perceive both retailing entities. The principal component analysis and the weighted factor rating show that there is a distinction in the image structures notwithstanding that there are some common images between them. These findings have significant implications on retail planning and management of the retail marketing system.